Better measurement with analytics and attribution.
Data is a game changer. But data is only powerful when used to support marketing decisions — and drive marketing actions.
Marketers know they need to collect and analyze data in order to take action. Some believe that customer analytics data is enough. But is it?
Analytics are essential to understanding the customer experience across sites, apps, and other engagement points. Attribution tracks and values the touchpoints that drive engagement in the first place. It's not about choosing one capability over the other — it's about both working together.
In this article, you’ll learn:
- The unique roles analytics and attribution play in marketing measurement
- How using attribution and analytics together offers a more holistic view
- What cross-channel insights attribution can reveal to improve ROI